Blog

Long-form notes on AI creative, reference-led production, and what actually holds up in paid media — written by the AIMS team.

Mar 25, 2026Industry

AI Without References Is Just Noise

The model is doing exactly what it was built to do. The problem is that “plausible” and “on-brand” are different jobs.

Henry Sedgwick · Product marketing

Mar 20, 2026Marketing

We keep seeing the same pattern in account exports: velocity is up, but only some of that velocity clears brand and learning.

Henry Sedgwick · 11 min read

Mar 15, 2026Industry

Stop treating the shoot as the place where you finish creative. Treat it as the place where you capture truth once.

Henry Sedgwick · 10 min read

Mar 10, 2026E-Commerce

Everyone argues about aesthetic. Buyers argue about recognition. Guess which one shows up on the P&L.

Henry Sedgwick · 11 min read

Mar 5, 2026Creative Tips

Treat reference images like a locked headline. Change them deliberately, not casually.

Henry Sedgwick · 10 min read

Feb 28, 2026Branding

Volume is only a superpower when your tests are comparable. References are what make them comparable.

Henry Sedgwick · 12 min read